Small Business Direct Mail Ideas
Agency: React Studios
REACT causes quite a stir.
Recipients of this dramatic, personalised piece were encouraged to bend the rules of engagement; to think about how they communicate and to consider behaving differently. As well as selling the servicesof DM specialist, REACT, the ‘bent spoon’ acted as a timely reminder of just how powerful this medium can be. In an age when digital seems to dominate, physically putting something into potential customers’ hands still has the power to impress. The strategy was to post out small batches and to carefully monitor reaction. Such was the impact of the first few mailings, that distribution has been scaled back to allow time for REACT to deal with enquiries.
Universal Graphics: Lorry Mailing
Agency: RMG Target
Universal Graphics is a Monaghan based company specialising in vehicle branding, large format printing, and signage. They wanted to develop the fleet branding part of their business and secure 2 large contracts. They carefully identified their top 44 prospects, using various criteria like age of fleet, current marketing activity/investment and competition levels. This gave them a highly targeted database of hot prospects. Each recipient was sent a highly personalised piece of direct mail which included a model truck branded with the prospect company’s livery. Also included was a personalised letter and short brochure outlining their services and testimonials. Each package was delivered by Express Post and tracked so a follow up call could be made once delivery was confirmed. With a relatively small budget, the objectives of this project were not only achieved but in fact exceeded. Universal Graphics also secured an extremely favourable Return on Investment. 5 contracts were secured (target was 2). A further 12 quotes were submitted and 9 sales meetings secured. It's the campaign that keeps giving as it continues to bring in new businesses today.
Rom Massey & Sons: Leaflet Mailing
Rom Massey & Sons wanted to get a direct message out to the public about its very competitive funeral pricing. As most advertising today is aimed at catching our attention span for just 5-15 seconds, a printed leaflet was the best pathway to achieving the goal as people spend time and give attention to reading their mail. Direct mailing an easy to read leaflet using An Post’s Publicity Post service, offered Rom Massey & Sons the best public penetration for its cost effectiveness. Also, the target market tend to have more time to read direct marketing leaflets. As the cost of funerals is still the great unknown, many people were intrigued by the leaflet. It made them face the awkward question of death and the unavoidable costs it involves. The leaflet was 4 pages and A5 in size. It contained information on pricing, as well as a €200 funeral voucher. The leaflet was targeted to 47 of An Post’s Publicity Post delivery areas in close proximity to Rom Massey & Sons Dublin offices. The location map on the back was tailored depending on the proximity of the nearest office. In the weeks following the campaign, Rom Massey & Sons achieved 20-30 phone enquiries per day with 15-20% making bookings or physically called into the offices;13 funerals were booked as a result of the leaflet drop within 10 days of the campaign landing. Many people held onto the leaflet to be used several years after they were distributed. The leaflet also triggered unprecedented positive PR, most notably on RTE’s Joe Duffy show.
PrePay Power: For the person who hates getting bills in this home
Agency: Acorn Marketing
PrePay Power is Ireland’s new ‘pay as you go’ electricity provider. They launched in 2011 with a unique targeted campaign that tested door drops and consumer message to drive effective customer acquisition. The campaign was conducted cost effectively to a specific area of households in Dublin as a controlled launch pilot designed to give learnings to ramp further and scale nationwide. This campaign demonstrated how to cleverly use door drops to drive response rates close to that of addressed direct mail. It also shows how media testing can provide you with a platform of results and analysis to scale demand further as you ramp up your volumes. The campaign delivered exceptional ROI with customer acquisition numbers 307% of plan.